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PCI Product Trends – Botanical and Herbal Claims

Dec 2021

The demand for natural ingredients in personal care is increasing, evidenced by the extended use of botanical and herbal ingredients in formulations. With 43% of all personal care launches with botanical/herbal claims, skin care is pegged as the top category (Global, Jan 2021 – Oct 2021). Moreover, skin care launches with a botanical/herbal claim are increasingly globally, with an average annual growth of +10% (CAGR Nov 2016 – Oct 2021).

Avalon Organics
Mentholatum Botanics
Valentina and Philippa
Kiehl
W3ll People
Kneipp
Wldflwr Ntrls
Aveda Botanical
Nutricentials
Afrodita

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Avalon Organics Lavender and Prebiotics Brilliant Balance Daily Moisturizer (Greece). Avalon Organics Lavender and Prebiotics Brilliant Balance Daily Moisturizer with lipo filling complex softens and balances the skin tone, offering a healthy and radiant complexion. This moisturizer is made from gentle and soothing herbal ingredients. Hyaluronic acid and organic sunflower oil restore lost hydration leaving a velvety effect. Organic lavender and grape polyphenols helps to daily irritated skin and act against free radicals. Certified organic ingredient. Hypoallergenic. Vegan. GMO-free. Dermatologically tested. Suitable for sensitive skin.

Innova Market Insights data indicates that there is a surge of personal care launches that mention skin barrier with a 27% growth from October 2018 to September 2023. 72% of these launches were in Skin Care category. Additionally, with the alignment with the skinification trend there is a steep increase in skin barrier health claims for hair care with a 47% growth in the five years. 
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As consumers increasingly prioritize sustainability and seek products aligned with their values, the quest for petrochemical alternatives in personal care has emerged. From plant-based and botanical extracts to bio-based surfactants, the industry is witnessing a shift toward a green chemistry approach, with ingredients that are renewable, biodegradable, and environmentally responsible.
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Skinification refers to incorporating skin care principles and practices into hair care routines. Innova Market Insights data indicates a surge in skin care mentions used for hair care product launches, with a 21% average annual growth from October 2018 to September 2023. Most of the launches were noticed in hair treatments, with this category continuing to expand with 36% average yearly growth through five years.
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With the changing weather and seasonal transitions, the personal care product industry adapts to cater to the specific needs of this time of year. From lightweight moisturizers to combat warmer temperatures to floral-scented products that evoke the essence of spring, the trends in personal care during this season give insights into the art of self-care tailored for springtime.
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Over the past five years, the Asian beauty landscape has continuously transformed. Between October 2022 and September 2023, Lip Cosmetics took center stage, dominating the new product launches. Notably, long-lasting formulations claimed the top position with 71% of these launches. The market has also witnessed a rising trend in multifunctional makeup items and a surge in sustainable and clean beauty products. Formulas without animal ingredients, emphasizing plant-based alternatives and boasting free-from claims are growing fast. This signals a shift toward eco-conscious and ethical beauty choices in the Asian market.
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Innova Market Insights data indicates a 2% growth in personal care and beauty launches in Western countries from October 2018 to September 2023. Face/Body Cosmetics had the leading share of launches, especially Face Foundations/Illuminators. The top claims were Moisturizing & Hydrating and Long-Lasting. Traceless cosmetic claims are gaining ground, especially with a 71% average annual growth in the last five years.
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